Contemporary Research in E-Branding Subir Bandyopadhyay Indiana University Northwest, USA Information science reference Hershey • New York Director of Editorial Content: Director of Production: Managing Editor: Assistant Managing Editor: Typesetter: Cover Design: Printed at: Kristin Klinger Jennifer Neidig Jamie Snavely Carole Coulson Larissa Vinci Lisa Tosheff Yurchak Printing Inc Published in the United States of America by Information Science Reference (an imprint of IGI Global) 701 E Chocolate Avenue, Suite 200 Hershey PA 17033 Tel: 717-533-8845 Fax: 717-533-8661 E-mail: cust@igi-global.com Web site: http://www.igi-global.com and in the United Kingdom by Information Science Reference (an imprint of IGI Global) Henrietta Street Covent Garden London WC2E 8LU Tel: 44 20 7240 0856 Fax: 44 20 7379 0609 Web site: http://www.eurospanbookstore.com Copyright © 2009 by IGI Global All rights reserved No part of this publication may be reproduced, stored or distributed in any form or by any means, electronic or mechanical, including photocopying, without written permission from the publisher Product or company names used in this set are for identi.cation purposes only Inclusion of the names of the products or companies does not indicate a claim of ownership by IGI Global of the trademark or registered trademark Library of Congress Cataloging-in-Publication Data Contemporary research in e-branding / Subir Bandyopadhyay, editor p cm Includes bibliographical references and index Summary: "This book presents research on the emergent global issue of the Internet as a central organizing platform for integrating marketing communications" Provided by publisher ISBN 978-1-59904-813-0 (hardcover) ISBN 978-1-59904-815-4 (ebook) Internet marketing Branding (Marketing) Communication in marketing I Bandyopadhyay, Subir, 1958HF5415.1265.C665 2009 658.8'72 dc22 2008014459 British Cataloguing in Publication Data A Cataloguing in Publication record for this book is available from the British Library All work contributed to this book is original material The views expressed in this book are those of the authors, but not necessarily of the publisher If a library purchased a print copy of this publication, please go to http://www.igi-global.com/agreement for information on activating the library's complimentary electronic access to this publication Dedication To the memory of my parents Table of Contents Preface xv Chapter I Key Success Requirements for Online Brand Management Subir Bandyopadhyay, Indiana University Northwest, USA Rosemary Serjak, University of Ottawa, Canada Chapter II The Role of Blogs on a Successful Political Branding Strategy 16 Luis Casaló, University of Zaragoza, Spain Miguel Guinalíu, University of Zaragoza, Spain Carlos Flavián, University of Zaragoza, Spain Chapter III Brand Personality of Web Search Engines: Who is the Conqueror of the Digital Age? 31 Aslihan Nasir, Boğaziçi University, Istanbul, Turkey Süphan Nasir, Istanbul University, Turkey Chapter IV The Naming of Corporate eBrands 48 Tobias Kollmann, University of Duisburg – Essen, Germany Christina Suckow, University of Duisburg – Essen, Germany Chapter V Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability 61 Patrali Chatterjee, Montclair State University, USA Chapter VI Consumers’ Optimal Experience on Commercial Web Sites: A Congruency Effect of Web Atmospheric Design and Consumers’ Surfing Goal 78 Fang Wan, University of Manitoba, Canada Ning Nan, University of Oklahoma, USA Malcolm Smith, University of Manitoba, Canada Chapter VII Nonlinear Pricing in E-Commerce 95 José J Canals-Cerdá, Federal Reserve Bank of Philadelphia, USA Chapter VIII The E-Mode of Brand Positioning: The Need for an Online Positioning Interface 112 S Ramesh Kumar, IIM, Bangalore Chapter IX Job Search at Naukri.com: Case Study of a Successful Dot-Com Venture in India 126 Sanjeev Swami, Indian Institute of Technology Kanpur, India Chapter X Trademark Infringement in Pay-Per-Click Advertising 148 Peter O’Connor, IMHI, Essec Business School, France Chapter XI E-Branding the Consumer for Cultural Presence in Virtual Communities 161 Robert Pennington, Fo Guang University, Taiwan Chapter XII Impact of Internet Self-Efficacy on E-Service Brands 176 Terry Daugherty, The University of Texas at Austin, USA Harsha Gangadharbatla, Texas Tech University, USA Matthew S Eastin, The University of Texas at Austin, USA Chapter XIII Understanding Brand Website Positioning in the New EU Member States: The Case of the Czech Republic 193 Shintaro Okazaki, Universidad Autónoma de Madrid, Spain Radoslav Škapa, Masaryk University Brno, Czech Republic Chapter XIV Online Consumers’ Switching Behavior: A Buyer-Seller Relationship Perspective 216 Dahui Li, University of Minnesota Duluth, USA Glenn J Browne, Texas Tech University, USA James C Wetherbe, Texas Tech University, USA Chapter XV Understanding Consumer Reactions to Offshore Outsourcing of Customer Services 228 Piyush Sharma, Nanyang Business School, Singapore Rajiv Mathur, Percom Limited, New Delhi, India Abhinav Dhawan, team4U Outsourced Staf.ng Services, New Delhi, India Chapter XVI An Extrinsic and Intrinsic Motivation-Based Model for Measuring Consumer Shopping Oriented Web Site Success 241 Edward J Garrity, Canisius College, USA Joseph B O’Donnell, Canisius College, USA Yong Jin Kim, Sogang University, Korea & State University of New York at Binghamton, USA G Lawrence Sanders, State University of New York at Buffalo, USA Chapter XVII A Critical Review of Online Consumer Behavior 262 Christy MK Cheung, City University of Hong Kong, Hong Kong Gloria WW Chan, City University of Hong Kong, Hong Kong Moez Limayem, City University of Hong Kong, Hong Kong Chapter XVIII Multi-Channel Retailing and Customer Satisfaction: Implications for eCRM 280 Patricia T Warrington, Texas Christian University, USA Elizabeth Gangstad, Purdue University, USA Richard Feinberg, Purdue University, USA Ko de Ruyter, University of Maastricht, The Netherlands Chapter XIX The Effect of Information Satisfaction and Relational Benefit on Consumer’s On-Line Shopping Site Commitment 292 Chung-Hoon Park, Samsung SDS, Korea Young-Gul Kim, Graduate School of Management, KAIST, Korea Compilation of References 313 About the Contributors 351 Index 356 Detailed Table of Contents Preface xv Chapter I Key Success Requirements for Online Brand Management Subir Bandyopadhyay, Indiana University Northwest, USA Rosemary Serjak, University of Ottawa, Canada In recent years, many online brands (or e-brands) have emerged For a brick-and-mortar brand to excel in the online environment, the brand manager must appreciate some of the key features of the Internet and make adjustments to the traditional brand management strategy For example, the control of communication in case of online brand management lies with both the brand manager and the consumer, whereas from the traditional branding perspective, the control by and large rests with the brand manager only The authors of this chapter highlight the differences between traditional brand management and online brand management They then focus on several key success factors in building a successful online brand, which they believe will help guide the brand manager through a series of steps leading to successful online branding Chapter II The Role of Blogs on a Successful Political Branding Strategy 16 Luis Casaló, University of Zaragoza, Spain Miguel Guinalíu, University of Zaragoza, Spain Carlos Flavián, University of Zaragoza, Spain The Internet is taking on an increasingly major role in political marketing and branding strategies This is because of the use that the public itself is making of the Internet when taking part in the decisions made by their representatives and in the events of the environment they live in These digital citizens have found in the Internet, particularly blogs, a new way of forming relationships with politicians, by communicating with them directly, coordinating their activities with other citizens with similar political ideals or even financing electoral campaigns This chapter describes the use that some political leaders have made of blogs Therefore, the authors analyze the two cases that represented the beginning of the use of the Internet as a major electoral tool: Howard Dean and Wesley Clark in the Democrat primaries in the USA in the 2003-04 campaign Thanks to the analysis of these two cases and the theories developed around the concept of social capital and virtual communities, this paper presents the main characteristics of this type of digital citizen and the possible political marketing strategies developed around them The analysis of these cases provides various implications for better management of these political marketing tools, whose potential is yet to be discovered Chapter III Brand Personality of Web Search Engines: Who is the Conqueror of the Digital Age? 31 Aslihan Nasir, Boğaziçi University, Istanbul, Turkey Süphan Nasir, Istanbul University, Turkey This study tries to identify the brand personality dimensions that search engine companies create in the minds of Internet users by using past research on brand personality scales as a guide Furthermore, it is also aimed to determine the distinct brand personality dimensions of Google as the most preferred and used search engine It is found that Google has been perceived as the most “competent” search engine brand Furthermore, depending on the MANOVA results, it is shown that all three search engines have statistically significant differences only on the “competence” dimension “Sincerity” and “excitement” are the other two dimensions which significantly differentiate Google from both MSN and Yahoo Chapter IV The Naming of Corporate eBrands 48 Tobias Kollmann, University of Duisburg – Essen, Germany Christina Suckow, University of Duisburg – Essen, Germany This chapter examines whether classical brand naming concepts are sustainable for entrepreneurial firms in the Net Economy A prior study of Kohli and LaBahn (1997) covers the formal brand naming process and gives insights into brand name objectives and criteria To follow the research purpose, their findings have been adapted to entrepreneurial firms in the Net Economy 319 E-entrepreneurs located in German business incubators were analyzed for their brand naming process The availability of an appropriate domain name is found to be a basic driver for deciding on a brand name The domain name influences the course of action during the naming process Two groups were found that significantly differ in proceeding with the naming process One group of E-entrepreneurs follows the traditional process of Kohli and LaBahn (1997), whereas the other group follows a new approach giving more emphasis on the domain name Here, the process shows to be iterative in nature instead of a step by step procedure Chapter V Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability 61 Patrali Chatterjee, Montclair State University, USA Consumer-centric organizations recognize customer relationships with brands as a source of sustainable competitive advantage that they can leverage to successfully introduce brand extensions Marketers seeking to leverage brand equity associated with core offline products to introduce e-brand extensions recognize that success depends on initiating brand relationships with prospective customers, as well as maintaining relationships with existing customers This research proposes and empirically demonstrates that investment on e-branding relationships with current users generates higher returns for online extensions that have close fit with the core offline product In contrast, investments on non-users have a higher return on adoption of online brand extensions that have low-fit with core products, compared to current customers and can increase overall profitability Further, the authors show that website features like personalized email and interactive aids have a significantly higher impact on customer profitability and motivate prospective consumers to move to higher levels of relationship with the firm, than financial incentives like sales promotions Managerial implications for return on e-branding investments and future research directions are discussed Chapter VI Consumers’ Optimal Experience on Commercial Web Sites: A Congruency Effect of Web Atmospheric Design and Consumers’ Surfing Goal 78 Fang Wan, University of Manitoba, Canada Ning Nan, University of Oklahoma, USA Malcolm Smith, University of Manitoba, Canada Though marketers are aware that online marketing strategies are crucial to attract visitors to Websites and make the website sticky (Hoffman et al., 1995; Morr, 1997; Schwartz, 1996; Tchong, 1998), little is known about the factors that can bring out such a compelling online experience This chapter examines 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marketing from the University of Cincinnati in 1994 He also holds an MBA and a BS in mechanical engineering He has research interests in e-marketing, retailing, brand management, and global marketing One of his papers titled “Beyond Country-of-Origin Effects: Introducing the Concept of Place-Origin” won the Best Paper award at the 5th International Society of Marketing and Development conference in June 1995 in Beijing He has published extensively in many reputed marketing journals including Marketing Science, Marketing Management, Journal of Retailing and Consumer Services, Journal of Product and Brand Management, Quarterly Journal of Electronic Commerce, Journal of Segmentation in Marketing, Journal of International Consumer Marketing, and International Journal of Advertising His research has been funded by the Research and University Grants of Indiana University, The Center for Sustaining Regional Vitality, and the Center for Cultural Discovery and Learning, both at IUN, and by many government agencies and NGOs such as SSHRC, CIDA, the Lilly Endowment, the McArthur Foundation, and by private corporations such as Procter & Gamble, Kraft, and the Kroger Co Dr Bandyopadhyay has taught many courses including marketing strategy, consumer behavior, marketing management, advertising, e-marketing, and international marketing at the BBA, MBA and PhD levels Dr Bandyopadhyay won the Trustee’s Teaching Award, Teaching Advancement Grant and the CIBER grant at Indiana University, and Royal Bank Teaching Innovation Grant as well as the Distinguished Teaching Award at McGill University in recognition of his teaching excellence Recently, he has been inducted in the Faculty Colloquium of Teaching Excellence at Indiana University Besides North America, Dr Bandyopadhyay has taught in many countries such as China, Croatia, Singapore, India and Malaysia In recognition of his contribution to teaching management in China, he was awarded Honorary Professorship in 1995 by the Xi’an Statistical Institute in Xi’an, and in 1998 by Renmin University in Beijing *** Jose J Canals-Cerda is an economist working at the Federal Reserve Bank of Philadelphia He received a PhD in economics from the University of Virginia and was honored with the Tipton R Snavely Dissertation Award for the best dissertation over a three year period His research interest is in the area of applied econometrics with applications to industrial organization, Internet markets, development economics, labor economics and risk analysis His work has been published in The International Journal of Game Theory, Economic Letters, Econometric Theory and The Econometrics Journal among others Copyright © 2009, IGI Global, distributing in print or electronic forms without written permission of IGI Global is prohibited About the Contributors Luis Casaló is assistant professor at the University of Zaragoza (Spain) His main research line is focused in the analysis of online consumer behaviour in the context of virtual communities His work has been presented in national and international conferences, and has been published in several journals, such as Journal of Marketing Communications, Computers in Human Behaviour, Online Information Review, and books, such as Mobile Government: An Emerging Direction in E-Government and Encyclopedia of Networked and Virtual Organizations Patrali Chatterjee is associate professor of marketing at the School of Business, Montclair State University Prior to joining Montclair State University, Dr Chatterjee was assistant professor of marketing and vice chair, Department of Marketing at Rutgers Business School, Rutgers University She holds a PhD in marketing from Owen School of Management, Vanderbilt University Prof Chatterjee’s research interests include modeling online consumer behavior using clickstream data, customer equity management and the leveraging technology in sustaining online businesses and nonprofits Dr Chatterjee’s research has appeared in several books and academic journals including Advances in Consumer Research, Journal of Business Research, Journal of Computer-Mediated Communication, Journal of Electronic Commerce Research, Journal of Non-Profit and Public Sector Marketing, Marketing Science, and Review of Economics and Statistics Her research has been featured in business journals like The Wall Street Journal, Stanford Innovation Review among others Terry Daugherty (PhD, Michigan State University) is an assistant professor in the Department of Advertising and co-director of the Media Research Lab at the University of Texas at Austin His research focuses on exploring strategic, social, and technological issues involving the mass media with his work appearing in the Journal of Advertising, Journal of Consumer Psychology, Journal of Computer-Mediated Communication, Journal of Interactive Advertising, Journal of Interactive Marketing, International Journal of Internet Marketing and Advertising, and is co-editor of the forthcoming Handbook of Research on Digital Media and Advertising Matthew S Eastin (PhD, Michigan State University) is an associate professor in the Department of Advertising and co-director of the Media Research Lab, University of Texas at Austin Dr Eastin’s research focuses on new media behavior and has appeared in the Journal of Communication, Communication Research, Human Communication Research, Journal of Broadcasting & Electronic Media, CyberPsychology & Behavior, Journal of Computer-Mediated Communication, Computers in Human Behavior and is Co-Editor of the forthcoming Handbook of Research on Digital Media and Advertising Carlos Flavián holds a PhD in business administration and is professor of marketing in the Faculty of Economics and Business Studies at the University of Zaragoza (Spain) His research in strategic marketing has been published in several academic journals, such as the European Journal of Marketing, Journal of Consumer Marketing, Journal of Strategic Marketing, International Review of Retail, Distribution and Consumer Research, Journal of Retailing and Consumer Services, and different books such as The Current State of Business Disciplines or Building Society Through e-Commerce He is in charge of several competitive research projects being developed on the topic of e-marketing He is a member of the editorial board of the Journal of Retailing and Consumer Services, the Industrial Marketing Management and the Journal of Marketing Communications 352 About the Contributors Harsha Gangadharbatla (PhD, The University of Texas at Austin) is an assistant professor in the Department of Advertising at Texas Tech University His research interests include, but are not limited to, interactive advertising, social and economic effects of advertising, and alternative media strategies His work has appeared in the Journal of Interactive Advertising, the International Journal of Advertising, and the Journal of Computer Mediated Communication among others Miguel Guinalíu holds a PhD in business administration and is assistant professor in the Faculty of Economics and Business Studies (University of Zaragoza, Spain) Previously, he worked as an e-business consultant His main research line is online consumer behaviour, particularly the analysis of online consumer trust and virtual communities His work has been presented in national and international conferences, and has been published in several journals, such as Journal of Marketing Communications, Information & Management, Industrial Management & Data Systems, Internet Research, Journal of Retail & Consumer Services, International Journal of Bank Marketing or International Journal of Retail & Distribution Management, and books, such as Advances in Electronic Marketing, Mobile Government: An Emerging Direction in E-Government, Encyclopedia Of Networked And Virtual Organizations and Encyclopedia of E-Commerce, E-Government and Mobile Commerce Tobias Kollmann is a professor of business administration at the University of Duisburg-Essen, Germany He received his doctoral degree in 1997 at the University of Trier, Germany From 2001, he held the chair for e-business at the University of Kiel/Multimedia Campus Kiel, Germany Since 2005, he holds the chair for e-business and e-entrepreneurship at the University of Duisburg-Essen, where he focuses particularly on questions of business development in the field of net economy He published articles in the International Journal of E-Business Research, Electronic Markets, International Journal of Technology Management, and books about e-business, online marketing and Web 2.0 Ning Nan is an assistant professor of management information systems at Price College of Business, University of Oklahoma. She received her PhD from the Ross School of Business at University of Michigan. Her research interests focus on behavioral and economic factors in management information systems Her work has been published in peer-reviewed journals such as Journal of Knowledge Management and Computational and Mathematical Organization Theory and presented at numerous national and international conferences such as ICIS, AMCIS, Academy of Management, CSCW and CHI She has a Master of Art in journalism and mass communication from the University of Minnesota and a Bachelor of Art in advertising from Peking University, China V Aslıhan Nasır received her bachelor’s degree in economics and PhD in marketing In 2004, she joined the Department of Management Information Systems, Bogazici University as assistant professor of marketing She is currently associate professor at Bogazici University, Turkey Her research and publications focus on brand management, consumer behaviour and business ethics Nasır is the author of several articles and research reports that are published in prominent journals and conference proceedings Süphan Nasır holds a bachelor’s degree in sociology and a master’s degree in business administration In 2005, she got marketing PhD She is currently assistant professor at the Economics Faculty of 353 About the Contributors Istanbul University, Turkey Customer relationship management, consumer behaviour and brand management are the scope of her interest area She is the author of several articles published in prestigious international journals and international conference proceedings Peter O’Connor, PhD, is professor of information systems at Essec Business School France, where he also serves as academic director of Institute de Management Hotelier International (IMHI), Europe’s leading MBA program in international hospitality management His research, teaching and consulting interests focus on distribution, e-commerce and electronic marketing in hospitality and tourism He has authored two leading textbooks: Using Computers in Hospitality (Cassell, UK - now in its third edition) and Electronic Information Distribution in Hospitality and Tourism Industries (CABI, UK) as well as countless articles in both the academic and trade press He is widely sought after to teach seminars on technology management, distribution and electronic marketing by both international hospitality companies and industry associations Robert Pennington earned his PhD in mass communication research at the University of Wisconsin He is on the faculty of the Graduate Institute of Technology & Innovation Management at National Chung Hsing University in Taichung, Taiwan Within the institute, he specializes in the market realization of technology and innovation In general he specializes in consumption and marketing communication as cultural processes He has written previously about marketing communication development, Marketing in virtual reality, advertising and brands within consumer culture, the meanings of consumer brands and psycho-linguistic methodology Rosemary Serjak is a graduate student at the Faculty of Administration, University of Ottawa in Canada Malcolm Smith received his PhD from the University of Oregon His research has been presented at numerous national and international conferences, and published in various texts and such journals as the Journal of Gerontology: Psychological Sciences, Journal of Business Research, Psychology and Marketing, Journal of Tourism Research, and the Annals of Tourism He has been a visiting professor at the L’viv Institute of Management (Ukraine), University of Oregon, Thammasat University in Bangkok, Thailand, and also for the University of Victoria’s (British Columbia) IEMBA Christina Suckow graduated in 2004 with a Master of Science in international management at the University of Maastricht, The Netherlands Since 2005, she has worked as a researcher at the chair for E-Business and E-Entrepreneurship, completing her doctorate degree in the area of marketing Her academic interests are primarily located in the areas of online marketing and e-branding She published articles in the Qualitative Market Research Journal and the International Journal of Business Environment She is currently completing her dissertation Fang Wan is an assistant professor in marketing at the I H Asper School of Business, University of Manitoba, Canada Her research deals with advertising effects, branding, e-commerce and crosscultural consumer psychology Dr Wan has published articles in Asia Pacific Journal of Marketing and Logistics, American Behavioral Scientist, Advances in Consumer Research and European Advances in Consumer Research, Journal of Interactive Advertising and Journal of Marketing Channels She 354 About the Contributors has also presented her work at the conferences of the Association for Consumer Research, American Marketing Associations, Society for Consumer Psychology and American Academy of Advertising 355 356 Index A alternative pricing 99 Amazon.com B blogs 16–30 brand equity 62 brand image 233 branding consumption 168 branding strategies 179 brand loyalty 233 brand management, traditional vs online brand manager brand messages, and targeting brand name, objective of 52 brand names 49–60 brand naming, process 51 brand personality 9, 31, 31–47, 32, 33, 34, 35, 36, 37, 38, 39, 41, 42, 43, 44, 45, 46 brand positioning, and the e-mode of 112–125 brand positioning, dimensions of 114 brands, evolution of 162 buyer-seller relationship 216 buyers 10, 12, 95, 96, 97, 98, 99, 100, 101, 102, 103, 105, 106, 107, 120, 152, 220, 236 C consumer 166 consumer, and information satisfaction 294 consumer, online shopping commitment 292–312 consumer culture 161 consumer online purchase 269 consumer online repurchase 270 consumer shopping, and Web site success 241–261 consumer trust 245 corporate names 50 culture 166 customer acquisition 79 customer expectation 1, customers, price-sensitive Czech consumers 210 Czech homes 210 Czech Republic 193–215 D Dean, Howard 23 digital citizens, and blogs 21 domains, the role of 50 E e-branding, consumers and culture 161–175 e-branding investment 61–77 e-branding strategy 64 e-brand naming 53 e-Commerce, and nonlinear pricing 95–111 e-culture 167 e-service, building of 179 e-service industry 177 Copyright © 2009, IGI Global, distributing in print or electronic forms without written permission of IGI Global is prohibited Index e-services, research on consumer use of 181 eBay 7, 11, 95, 96, 97, 100, 103, 104, 105, 106, 107, 108, 109, 110, 111, 163, 177, 189, 225 electoral strategies 17 English Auction format 100 European Union 194 expectation-confirmation model 266 Expectation-Confirmation Theory (ECT) 265 expectation and confirmation theory (ECT) 270 F Fishbein’s attitudinal model 266 G Google 31, 32, 33, 35, 36, 37, 41, 42, 43, 44, 45, 46, 47, 139, 148, 150, 154, 155, 156, 157, 158, 159, 160, 187 H Hungary 195 I India, e-recruitment 129–147 information satisfaction 227, 292, 294, 295, 296, 297, 299, 300, 301, 302, 303, 304, 305 Innovation Diffusion Theory (IDT) 265 Internet self-efficacy 176–192 J JobsAhead.com 138 job search, methods (Indian scenario) 128–147 job search methods 126–147 Jobstreet.com 137 M marketing, and brand positioning 112 Monsterindia.com 139 MSN 31, 32, 35, 36, 37, 41, 42, 44, 45, 141 multi-channel retailers 280 Multi-channel retailing 288 multi-channel retailing, and customer satisfaction 282–291 N Naukri.com 126–147 Net Economy 48 nonlinear pricing, and e-commerce 95–111 O offshore outsourcing, and consumer reactions 228–240 on-line shopping 242, 292, 293, 294, 296, 297, 298, 303, 304, 305 on-line survey 35, 44, 292, 298 online brand management 1–15 online brands (e-brands) 1–15 online consumer behavior 262–279 online shopping P paid placement 150 paid placement, and trademarks 151 Poland 195 political branding, and blogs 16–30 S search enginer, spiders 149 search engines 31, 31–47, 32, 33, 35, 37, 38, 39, 42, 43, 44, 45, 46, 148 sellers 33, 49, 95, 96, 97, 98, 99, 104, 105, 106, 151 service quality 233 switching behavior 216–227 T Technology Acceptance Model (TAM) 241, 265 Theory of Reasoned Action (TRA) 265 trademark infringement 148–160 trademarks, and paid placement 151 trade name abuse 155 V virtual community 18 virtual community, influence on branding strategy 21 virtual community, influence on civic behavior 20 virtual community, influence on social capital 20 357 Index W Web site, and consumer experience 78 Web site success, and consumer shopping 241–261 word-of-mouth communication 1, 297 Y Yahoo 7, 31, 32, 33, 35, 36, 37, 41, 42, 44, 45, 138, 141, 150, 155, 157 358 ... publications At the end, we include five more papers in the “Selected Readings” These papers are not necessarily on e- branding, but offers the readers a set of valuable reference on related topics such... itself is making of the Internet when taking part in the decisions made by their representatives and in the events of the environment they live in These digital citizens have found in the Internet,... the optimal online experience, report an experiment testing the effects of these antecedents and provide insights for future research Chapter VII Nonlinear Pricing in E- Commerce